浅谈网络时代下电视媒体的转型与研究

发布时间：2019-01-26 10:59

【摘要】：数字化浪潮冲击下,媒介融合加速,网络化渗透让电视面临着艰难的选择,这种选择的艰难性来自电视媒体在两种现状之间的碰撞与困惑。一方面,电视媒体目前的经营发展在某种程度上任领跑其他传统媒体,日子依旧好过。而要撇弃长期传统观念、垫付既有发展模式,必然面临牺牲眼前利益的风险;另一方面,我们又不得不直面新媒体日趋激烈的竞争现实,积极应对网络化挑战。而电视媒体在网络化生存面前,显得步履蹒跚,发展思路和策略指导也是少有创新。在这一背景下,本研究的目标就是力求剖析传媒网络化内在规律,为我国电视媒体的网络化生存提供某种具体发展模式,以便于业界同仁在电视网络化实务运营中有所参鉴。笔者从媒体的概念出发,引申出电视媒体的特点与现状,用理论和实例论证网络化趋向的必然性。电视媒体的转型与网络媒体的融合是历史逻辑、技术逻辑和市场逻辑发展的必然,摆在电视人面前的紧迫问题是如何合理制定战略和策略,以期在网络化生存的路径上发展的又快又好。为了迎接网络时代的挑战,电视媒体已经在竞争中找到了共存的发展可能性。以高新技术应用为核心,立足数字化、信息化、融合化,大力推进电视媒体的数字化改造。大力发展电视网络产业,把电视网络建成多功能全业务数字网,推动电视节目传输商业媒体服务商和综合信息提供商转变,实现网络产业的战略升级,掌握三网融合的主动权。在这样内容多通道、技术数字化的前提下,电视媒体的市场营销的盈利模式就显得更加多元化。除了传统电视的广告费以外,有线电视、手机电视、网络电视和车载移动电视等等都在技术的发展下形成了自己独特的盈利模式,并在不断的变化更新中。
[Abstract]:Under the impact of digital wave, media convergence accelerates and network penetration makes TV face difficult choice. The difficulty of this choice comes from the collision and confusion between the two kinds of media. On the one hand, the current business development of the television media to some extent lead other traditional media, life is still easy. On the other hand, we have to face the increasingly fierce competition reality of new media and face the challenge of networking. Television media in the face of network survival, seems to hobble, development ideas and strategy guidance is also rare innovation. Under this background, the goal of this study is to analyze the inherent laws of media networking, to provide a specific development model for the network survival of Chinese television media, so as to facilitate the industry colleagues in the practical operation of television network to learn. Based on the concept of media, the author generalizes the characteristics and present situation of TV media, and proves the inevitability of the trend of network with theory and examples. The transformation of TV media and the integration of network media are inevitable in the development of historical logic, technical logic and market logic. With a view to network survival in the path of rapid and good development. In order to meet the challenges of the network age, TV media has found the possibility of coexistence in the competition. Take the high-tech application as the core, based on the digitization, the informationization, the fusion, vigorously promotes the television media digitization transformation. We should vigorously develop the television network industry, build the television network into a multi-functional full-service digital network, promote the transformation of TV program transmission commercial media service providers and comprehensive information providers, realize the strategic upgrading of the network industry, and master the initiative of the integration of the three networks. Under the premise of multi-channel content and digital technology, the profit model of TV media marketing appears more diversified. In addition to the advertising costs of traditional TV, cable television, mobile TV, network television and vehicle-mounted mobile television have formed their own unique profit model under the development of technology, and are constantly changing and updating.
【学位授予单位】：南京艺术学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G220.7

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